Key Reliant Baking Soda Case Study

Case Studies

(Key Reliant Baking Soda Case Study)We will have eight in-class discussions of Harvard Business School, Darden, and Ivey cases. These assignments provide the opportunity to analyze cases that are based on real-world business situations, make recommendations, and consider the implications of your decisions. In short, you will practice decision-making that is generalizable. All the students are expected to actively participate in the discussion, and to be ready to give your assessment when called upon.

You are required to turn in a total of two case write-ups (note: these are to be done individually, i.e., these are not group assignments). Cases are due at the beginning of lecture on the designated day for that case discussion, as indicated on the course schedule (at the end of this packet). Late cases will not be accepted.

I will provide you with a case analysis template (CAT) that you should use as the format for writing up your cases. You will need to highlight the relevant facts in the case, your assumptions, and your decisions on the various aspects of the communications program. Include an executive summary that communicates the essence of your analysis and recommendations. Your case write-up should be about 2 pages types single-spaced in length. The executive summary should be typed and not exceed ½ page single-spaced.

Make sure you make good use of the relevant data in the case. Be creative; make non-obvious inferences. Present specific, comprehensive, and practical plans. Make sure your paper is logically structured, clear, and concise. I will deduct points for poor writing (i.e., incorrect spelling, improper grammar or sentence structure, writing that is not concise, etc.). When you are on the job, your boss will make judgments about you based on your communication skills (among other things) – this is good practice.

Case Analysis Template
– Marketing Communication Cases

Even those who have had a lot of experience with cases often end up spending hours analyzing them. Part of the problem is that there is so much information provided in cases (much of it irrelevant). The trick to analyzing cases efficiently and in a very short period of time is to start first with how the “end product,” i.e., the case write-up, should look (which will vary depending on the course). Then plug in information as you read the case. Given below is one such “end product” template that you should find extremely useful in analyzing marketing communication cases.

All you need to do is the following: First, take a couple of blank sheets of paper and write down the section headings indicated below. Alternatively, open a new document in Word and type out the section headings. Then start reading the case. As you come across each piece of information, ask yourself, “is this piece of information relevant, that is, does it fit into any of the headings that I have created?” If it is, write down this piece of information under one of the headings. Then go back to the template and, where you think the facts given in the case are inadequate, start making your assumptions and assessments. Now all the information you will need (facts/assumptions/assessments) to “crack” the case is there in front of you! Further, you will have all the information structured in a manner that will often lead you to the “solution” quite easily.

In addition to the sections described below, you must also include an Executive Summary. You should not summarize the case in this section, but should instead focus on your recommendations. Your case write-up should be about 2 pages typed single-spaced in length. The executive summary should be typed and not exceed ½ page single-spaced.

The section headings for a marketing communication case are as follows:

The Problem(s): What does the protagonist want to accomplish? (Look for statements like: “He was wondering if he could do…” Such statements can very often be found in the opening and closing paragraphs of the case.

Situational Analysis: Assess the strengths and weaknesses of the company vis-à-vis the competition. Have columns for the different players in the market and assess how the different players fare on the various benefits/features being offered to consumers. This exercise will reveal the positioning of the company’s brand in the market vis-à-vis the competition.

Target Market:
Who is? Who should be?
Try to segment the market here on one or more bases. Very often the case will focus on only a few segments. Ask if they need to target other segments as well. There might be opportunities out there. Then try to refine the market (will be discussed in the session on Target Market Selection) – this step is critical because it is the refinement that leads to the communication objectives.

Buyer behavior for the various segments:
What’s important to customers in terms of benefits/image/group norms?
What’s the nature of the buying process – low involvement or high involvement?
Who makes the decision (is it the end user or someone else)?

Communication Objectives:
What are, and what should be the communication objective(s) for each segment that you came up with in the previous section? These objectives may include: awareness or knowledge about a brand and its attributes or benefits, creating a memorable image, developing favorable attitudes or preferences, purchase intentions/action.

Message Strategy:
This is the “what” of the message. What are they trying to communicate right now? Do you think the message(s) will be persuasive for the different segments you have come up with? In other words, will the communication objectives be met?

Creative Strategy:
This is the “how” of the message. Will the execution of the ad(s) appeal to the target segment(s). Will the message(s) get across to the target audience with clarity?

Media Strategy:
Which media are they using or planning to use now? Are they appropriate given the target audiences, the communication objectives, and the message/execution?

Budgeting:
Do you think the budget that has been allocated for the marketing communications program is adequate?

Research Strategy:
What efforts are now being taken to get information on consumer and on the effectiveness of the communication programs? Do you think these efforts serve their purpose?